Introducing the social network of things

icoEx Digital

Created by our sister company icoEx, Gum is an iPhone app that lets you attach a written message to any barcode. Simply scanning the barcode reveals messages that others have left, and gives you the opportunity to leave your own comments; love or hate the product, speak your mind.

The design follows the immediate functionality of Gum - consciously pared back and minimal in contrast to the skeumorphic aesthetic adopted by many apps. The colour palette refers to those you'd find on a physical notation device - the Post-it note, and the op-art pattern is a direct reference to the first ever product to carry a barcode – Juicy Fruit Gum.